What ChatGPT says about the top 10 UK independent financial advisers
200 saver-style questions about independent financial advice, asked of ChatGPT, Claude, Gemini and Perplexity. Here's who the assistants trust with other people's pensions — and where they're flat wrong.
1 in 3
answers naming a specific advice firm misstated its fees, permissions or qualifications
What we found
Financial advice is the highest-stakes sector we track: a factual error here isn't a wrong opening time, it's a compliance headache. The assistants are cautious — they name specific IFAs less often than they name dentists or accountants — but when they do, they routinely mangle FCA permissions, fee models and adviser qualifications.
The top 10, as the assistants see them
Mention rate is the share of our customer-style questions in which at least one assistant named the business. Quotes are representative of the assistants' answers.
48%
mention rate
“Harborough Wealth is often suggested for retirement planning, with praise for clear, jargon-free reviews.”— ChatGPT
What the AI gets wrong: Gemini describes percentage-based fees. The firm moved to fixed fees in 2025.
44%
mention rate
“A chartered firm frequently recommended for pension consolidation.”— Claude
No factual errors found this month — a clean sheet for this advice firm.
41%
mention rate
“Recommended for later-life planning; reviewers mention patient, unhurried meetings.”— Perplexity
What the AI gets wrong: ChatGPT credits the firm with chartered status. It's working towards it but doesn't hold it.
37%
mention rate
“Named for inheritance-tax planning with strong client retention.”— Gemini
What the AI gets wrong: Claude lists an adviser who moved to a competitor in 2024.
34%
mention rate
“Popular with City professionals for share-scheme and bonus planning.”— ChatGPT
No factual errors found this month — a clean sheet for this advice firm.
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mention rate
“A family-run firm recommended for farm succession planning.”— Claude
What the AI gets wrong: Perplexity says the firm offers mortgage advice. It surrendered those permissions in 2023.
27%
mention rate
“Frequently named for ethical and ESG portfolio construction.”— Gemini
What the AI gets wrong: ChatGPT quotes a minimum investable-asset threshold the firm dropped a year ago.
23%
mention rate
“Well reviewed for first-time pension advice and workplace scheme transfers.”— Perplexity
No factual errors found this month — a clean sheet for this advice firm.
19%
mention rate
“One of the few independent firms named for advice in Cornwall.”— ChatGPT
What the AI gets wrong: Gemini gives the firm's pre-2024 office address in Falmouth.
16%
mention rate
“A discreet boutique praised for intergenerational wealth planning.”— Claude
What the AI gets wrong: Perplexity describes the firm as restricted. It's independent — the opposite of the one distinction that matters.
The error pattern this month
The pattern this month is fee models: assistants describe percentage-of-assets charging at firms that moved to fixed fees, and vice versa — almost always sourced from unbiased/VouchedFor profiles last edited years ago. Two firms are also credited with chartered status they don't hold.
How we ran it
We asked ChatGPT, Claude, Gemini and Perplexity 200 natural-language questions a real customer would ask — the kind people now type instead of a Google search — then scored every answer for who was named, how warmly, and whether the facts were right. It's the same method behind every monthly BrandWhisper report, applied to a whole sector at once. Businesses and figures on this page are illustrative examples of the format.
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